StateandNationalOutreachMARTELLEESPOSITO,MS,MPH

OCTOBER26,2016

WhatisOutreach?OUTREACH(NOUN)

qTheactorinstanceofreachingout

qLengthorextentofreach

qTheextendingofservicesorassistancebeyondcurrentorusuallimits

OUTREACH(VERB)

qToreachbeyond,exceed

qToreachout

TOREACHOUT

qToextendone’sgraspoutward

qToenlargeone’scircleoffriendsandexperiences

qToextendone’sgrasptosomeoneorsomething

qTotrytocommunicationwithapersonorgroupofpeople,usuallyinordertohelporinvolvethem

qToofferhelpandsupporttosomeone

OutreachisRelational

BuildingRelationships

q Buildingnewrelationships

q Strengtheningexistingrelationships

“ShouldIparticipateinWIC?Why?”

“ShouldIstickwithWIC?Why?”

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PromotionandRecruitment

Retention

AdvicefromaPRProfessionalonRelationship-Building

youwanttotrytobuildtherelationshipbeforeyouneed

themortheyneedyou

KeystoSuccessfulRelationships

qAwareness

qTrust

qUpliftingCommunications

qPositiveExperiences

StateandNationalStrategiestoBuildRelationships

qAunifiednationalbrand

qNationalrecruitmentandretentioncampaign

qImprovingtheWICexperience

qStrengtheninglocal,state,andnationalpartnershipsforbetterreferralsystemsandgreatercommunityvisibility

qThinkingoutsidetheboxandsharingideas

AUnifiedNationalBrandNationalWICAssociationandSullivan

TheCurrentReality

WhyCreateaUnifiedNationalBrand?

TheProcess

BrandStrategy

BrandVisualIdentity

BrandVisualIdentity

BrandVisualIdentity

BrandVisualIdentity

BrandVisualIdentity

BrandActivation

NWA-HostedisWebinarsaboutBrandGuidelinesandMessagingToolkit,sothatcangetthetrainingandtoolstoimplementthebrandinyourlocalagencies

qThursday,October27th

qTuesday,November1stWeallhavearoletoplayinsuccessfullyimplementingthenewbrand!

NationalRecruitmentandRetentionCampaignNationalWICAssociation,Imprint,andtheMeredithCorporation

Anintegratedmulti-platformmediacampaigntoraiseawareness,driveenrollment,andimproveperceptionofWIC.ItisdesignedforbothEnglishandSpanish-speakingaudiencesandwillleveragethenewbrand.

Objectives

q1.IncreaseenrollmentofWICeligiblemoms

q2.ImproveperceptionoftheWICprogram

q3.RetainmomsintheWICprogramlonger

DistributionandMediaPlacementDIGITALADVERTISING

qContextualmediaplacementonsitessuchasParents.com,Parenting.com,etc.

qProgrammaticplacementofdisplaymediareachingWICeligiblewomenwhoareonlinebrowsinganysite

qRetargetingdisplaymediaonwebsitesthatfollowmomswhohavevisitedWICsites

qE-mailoutreachtoWICeligiblewomen

POINT-OF-CAREEDUCATION

qConnectwith95%ofallwomenwhogivebirthviaeducationalcontentdistributed:

qPrenatallyattheOB/GYNoffice

qRightafterbirthatthematernityward

qAsthebabygrowsatthepediatricianoffice

DistributionandMediaPlacementPRINTADVERTISING

qPromoteWICenrollmentinformationviafullpageadvertisementsinrelevantmagazinesincluding(butnotlimitedto)◦ AmericanBaby◦ Ser Padres◦ ParentsLatina◦ Countdown

MOBILEADVERTISING

qPushnotificationsandalertstophonesofopted-inWICeligibleandenrolledwomenatkeystages(ex:whenthebabyreachesadevelopmentalmilestone),changesinpolicy,nutritionadvice,etc.

DistributionandMediaPlacementSOCIAL/DIGITALPR

qDeveloprobustsocialplaybooktodeterminewhichchannelsyieldmostimpactwithWICcommunity

qDevelopanddistributecontentviaYouTube,Facebook,bloggersandotherrelevantsocialanddigitalmediachannelstoreachdecision-makers,WIC-eligibleandenrolledwomen

WhatElsetoExpectCAMPAIGNACTIVATIONTOOLKIT

qProvidedigitalassets,instructionsandbestpracticeguidelinesthatenablelocalWICagenciestoactivatecampaignmaterialsdigitally(websites,socialmediachannels,etc.)andviagrassrootsadvocacy(churches,beautysalons,laundromats,etc.)

ALLPROMOTIONWILLDRIVETO:

q Anational1-800number

q Textformoreinformation

q Acentralweb/mobilepagethatcontainsbasicWICinformationandasimple“AmIEligible?”toolwithinstructionsonhowtocontacttheirlocalWICoffice

WhatElsetoExpectMEASUREMENT

qAllmediawillbemeasuredforaudienceengagementandenrollmentinquiry.Mediawillbeoptimizedonanongoingbasistodrivemoresitevisits,textinquiryandphonecalls.

NationalCampaignLaunch

qDigitalLaunchandLiveWebsite:November15,2016

qPrintAdsStartingandLocalActivationToolkitShared:February2017

ImprovingtheWICClientExperience

WICClientJourneyMapq ShowstheprocessesofWICclients

q Showsthepainpointsandbrightspotsoftheiremotionaljourney

TippingthescaleinfavorofdecidingtoparticipateinWIC

qSomethingsareinyourcontroltochangeandsomethingsarenot.

qThegoalistotrytomakesmallchangesinclientexperiencethatadduptowardsdecidingtoparticipateandremainparticipatingintheWICprogram.

The5HumanFactorsthatDriveExperienceqPhysical:Howdopeopleexperiencetheirphysicalinteractionwiththingsandotherpeople?Whatdotheytouch,push,pull,open,close,lift,carry,walk,control,andsoforth?

qCognitive:Howdopeopleassociatemeaningstothingsandservicestheyinteractwith?Whatarethevariousinteractionsthatrequirepeopletothink?Whatdotheyread,research,process,assess,anddecide?

qSocial:Howdopeoplebehaveinteamsorinsocialsettings?Howdotheyformallyandinformallyinteract,makedecisions,coordinateactions,makeschedules,andworktogether?

qCultural:Howdopeopleexperiencesharednorms,habits,andvalues?What,ifany,sharedvaluesseempresent?Howaretheymanifest?

qEmotional:Howdopeopleexperiencetheirfeelingsandthoughts?Whatintheenvironmentistriggeringtheseemotions?Arepeoplesad,aggravated,frustrated,orhappy?

Kumar,Vijay,(2013),“3.4FiveHumanFactors,”101DesignMethods:AStructuredApproachforDrivingInnovationinYourOrganization,JohnWiley&Sons,Hoboken,NewJersey.

WICExperienceReflection

qHowmighttheclientjourneylookfordifferentgroupsofyourclients?

qHowmightyouimprovetheirexperienceatdifferentpartsoftheclientjourney?

StayTuned!

qForsomeideasonhowtoimprovetheWICexperiencewithlocalimplementationforthenationalunifiedbrandandthenationalrecruitmentandretentioncampaign.

qFormoreinsightsonhowtocreateandusejourneymapsto:

qProvidearesourceforprogramstafftoempathizewiththeexperiencesoftheirclients

qHelpidentifygaps/disconnectsinthestepsofWIC’sbehaviorchangemodel

qCreateaframeworkformakingcomparisonsbetweenprogramsandfororganizingandsharinginnovations

qHelpidentifyopportunitiesforpolicyandprogrammaticchange,bothobviousandinnovative

qInformpilotprojects,newprograms,andnewresearch

StrengtheningLocal,State,andNationalPartnershipsforBetterReferralSystemsandGreaterCommunityVisibility

GapsinKnowledgeandReferralstoWIC

Whenyouthinkofprogramsororganizationsaboutbreastfeeding,infantandchildnutrition,whatorganizationsdoyouthinkof?

38%ofPediatriciansand29%ofOB-GYNsrespondedwith“WIC”unprompted

Whenyouthinkofprogramsororganizationsaboutbreastfeeding,infantandchildnutrition,whatorganizationsdoyouthinkof?

94%ofPediatriciansand81%ofOB-GYNsnotedtheyhadheardofWICwhenWICwasanoptioninalist

TheOB-GYNMOCq TheAmericanBoardofObstetricsandGynecologyMaintenanceofCertification(MOC):wasdevelopedtoenablephysicianstomaintainahighstandardofcurrentmedicalknowledgeandsafety.

qCertainactivitiesmustbecompletedforOB-GYNstokeepcertifiedasOB-GYNs

qNowanoptionforOB-GYNstoengagewithWICandothercommunitypartnersonprojectsrelatedtostrengtheningcommunityandclinicallinkages

qMadepossiblethroughapartnershipbetweenNWAandACOG,whoareworkingtogetherwithCDC-fundingtosupport31communitiesover3yearsimprovecommunity-clinicallinkagesandaccesstohealthyfoods.

AAPScreeningforFoodInsecurityqScreeningforfoodinsecurityisnowencouragedforPediatricianstointegrateintotheirpractice

qThereisaopportunitytohaveaWICreferralbepartoftheoutcomeofthisscreeningandforWICstafftoencouragelocalproviderstodothescreeninginthefirstplace

qWillrequirelocalpartnershipsbetweenWICandhealthsystems

LocalModelsqPhysicianandCommunityPartnerTrainingonWIC

qVarietyofReferralSystemsTailoredtoCommunityNeeds

qHaveemergedfromNWA’sCommunityPartnershipsforHealthyMothersandChildrenProject.Checkoutwww.greaterwithwic.org formoredetailsaboutprojects.

qTheremaybeothersoutthere.Pleaseshare!

ThinkingOutsidetheBoxandSharingIdeas

LocalInnovation

Areyoudoingsomethingthat’saninnovativeandeffectiveoutreachstrategy?

Itcouldbecomeastateornationalstrategy!

Alotofinnovationhappenslocallythatcouldbescaledthroughpolicyandsystemicchangesatastateandnational

level.

So,joinusinthesenationalandstaterelationship-buildingefforts(outreach)!

“Don’tbeafraidtogooutonalimb,that’swherethefruitis”–H.JacksonBrowne

Questions?Comments?